As a community manager working with multiple social channels, it is a challenge to try and create engaging dynamic content, share it, and track it. After establishing the branding voice (tone), I consider the content format and theme to determine what social media channel will be most receptive to the post.
Create a content calendar in Excel and organize the tabs for posts, tracking, and reporting. In the post tab, include columns for:
Creating a category column and adding a keyword to the theme will help identify the post content and aid in keeping messages fresh when you need ideas for future posts. At a quick glance you can see over time how many videos, images, events, and other post types were shared. Frequency to the social channels and what was posted will become more visible as well. By organizing the tracking and reporting tabs similarly, you will notice trends in the popularity of post categories, and the results of how it was re-shared, so you can adjust accordingly when generating new content.
Many social media channels accept dynamic content formats. Focusing on what format the content is posted in will help narrow down the audience, frequency, and what channel to share it with.
While maintaining involvement in multiple channels, a content calendar can provide a general guideline for post creation and help to maintain the branding voice. The size of your audience should also be considered when selecting a channel. If your presence on Facebook is larger than Twitter, then the main content stream should be shared with the largest audience first. Keep in mind, posting is a trial and error process and you will learn from experience. It is best to be diligent about tracking, monitoring and reporting on what posts are working the best for your audience to keep them engaged. This will only help you to improve how and what you are sharing over time and in turn grow your social presence.
Do you already have a unique way of organizing your content? Let us know!
YouTube activated a new channel design that drastically changes how the videos and information is being displayed. Utilizing a more marketable format for promoted videos and advertising, the design primarily changes the layout of the channel page by displaying information about the channel more prominently. YouTube channels will all eventually be updated to the new design by March, 2012. Listed are the advantages for using the new YouTube channel design.
There are a lot of articles circulating about the benefits of mobile advertising. In fact, many companies and brands are embracing mobile advertising and seeing impressive results. However, the mobile advertising market hasn’t been cornered by one particular vendor and some are wondering if Facebook is going to join the mobile scene.
Facebook is recognized as one of the top social media sites. Plus, numerous businesses appreciate the advance targeting features that are available in Facebook such as demographics, interests, connections, etc. Some would like to use these advanced settings to reach the mobile market. This means businesses would already be prepared to pay Facebook to reach their respective audience. Another plus is that people use their cell phones to check on their Facebook accounts already, so it’s not like Facebook would have to entice anyone to go on their site via a mobile device. They also, have loads of mobile user data at their fingertips. According to an article on CNET, “Facebook already has access to data of a large mobile user base”… Facebook says nearly half of its nearly 800 million users already log in via mobile devices, giving the network momentum in a market estimated to be worth $630 million.”
Facebook seems to be in a great position to join the mobile market, and despite rumors that they will be offering mobile advertising soon, Facebook has declined to speak about the matter. Many businesses will benefit if Facebook gives them the ability to run mobile ads. The ball is in their court to enable mobile ads and only time will tell how they’ll proceed.